D\u00fcnyan\u0131n ilk dijital pazarlama ve servis sa\u011flay\u0131c\u0131lar\u0131ndan Related Digital, markalar\u0131n do\u011fru kampanya ile do\u011fru m\u00fc\u015fteriye ula\u015fma noktas\u0131nda tercih etti\u011fi anl\u0131k mobil bildirim (push notification) kullan\u0131m\u0131n\u0131n y\u00fckseli\u015fe ge\u00e7ti\u011fini a\u00e7\u0131klad\u0131. Push notificationlar\u0131n kullan\u0131c\u0131lar\u0131n ki\u015fisel bilgilerine gerek olmadan uygulanabildi\u011fini belirten Related Digital, s\u00f6z konusu uygulaman\u0131n markalar\u0131n\u0131n b\u00fcy\u00fcmesine \u00f6nemli katk\u0131larda bulundu\u011funu vurgulad\u0131.<\/p>\n
D\u00fcnyan\u0131n ilk dijital pazarlama ve servis sa\u011flay\u0131c\u0131lar\u0131ndan Related Digital, markalar\u0131n do\u011fru kampanya ile do\u011fru m\u00fc\u015fteriye ula\u015fma noktas\u0131nda tercih etti\u011fi mobil bildirim (push notification) kullan\u0131m\u0131n\u0131n y\u00fckseli\u015fe ge\u00e7ti\u011fini a\u00e7\u0131klad\u0131. \u015eirket, s\u00f6z konusu uygulamalar\u0131n markalar\u0131n b\u00fcy\u00fcmesine \u00f6nemli destekler sundu\u011funu vurgulad\u0131.<\/p>\n
Konu hakk\u0131nda a\u00e7\u0131klamalarda bulunan Related Digital CEO\u2019su Sedat K\u0131l\u0131\u00e7, “Basit bir \u00f6rnekle anlatmak gerekirse mobil push notificationlar, mobil cihaz\u0131n\u0131z\u0131n bildirim ekran\u0131na indirdi\u011finiz uygulamalar taraf\u0131ndan g\u00f6nderilen ve bildirim sesini duydu\u011funuzda k\u0131sa s\u00fcrede ne oldu\u011funa bakt\u0131\u011f\u0131n\u0131z anl\u0131k bildirim kutucuklar\u0131d\u0131r. Mobil push notificationlar, pratik ve etkili olmas\u0131yla markalar\u0131n m\u00fc\u015fterileriyle ileti\u015fime ge\u00e7erken en s\u0131k tercih ettikleri kanallardan biri” diye konu\u015ftu.<\/p>\n
Markan\u0131n uygulamas\u0131n\u0131 indirmek yeterli<\/p>\n
Mobil push notification uygulamas\u0131n\u0131n markalara istedikleri zaman istedikleri yerde m\u00fc\u015fterilerine ula\u015fma imkan\u0131 sa\u011flad\u0131\u011f\u0131na dikkat \u00e7eken K\u0131l\u0131\u00e7, “Esas\u0131nda m\u00fc\u015fterilere yollanan k\u0131sa mesajlarla benzer etkiye sahipler. Ancak t\u0131kland\u0131klar\u0131 zaman m\u00fc\u015fterileri markan\u0131n uygulamas\u0131na y\u00f6nlendirdikleri i\u00e7in ekstra kullan\u0131c\u0131 trafi\u011fi de sa\u011fl\u0131yorlar. Ayr\u0131ca m\u00fc\u015fteriler telefon numaralar\u0131na eri\u015filmesinden rahats\u0131z olarak kendilerine yollanan k\u0131sa mesajlardan ho\u015flanmayabilir. Mobil push notificationlarda ise b\u00f6yle bir durum s\u00f6z konusu de\u011fil. \u00c7\u00fcnk\u00fc m\u00fc\u015fteriler gelen mesaj\u0131n kulland\u0131klar\u0131 uygulamadan, kendi izinleri do\u011frultusunda geldi\u011fini biliyorlar. Ayn\u0131 zamanda mobil push notificationlar g\u00f6ndermek i\u00e7in m\u00fc\u015fterilerin ki\u015fisel bilgilerine ihtiya\u00e7 duyulmuyor. Mobil push notificationlar g\u00f6ndermek i\u00e7in, markan\u0131n uygulamas\u0131n\u0131n m\u00fc\u015fteri taraf\u0131ndan indirilmi\u015f olmas\u0131 yeterli” a\u00e7\u0131klamalar\u0131n\u0131 yapt\u0131.<\/p>\n
“Uygulama i\u00e7eri\u011fi hedef kitleye g\u00f6re belirlenmeli”<\/p>\n
Yap\u0131lan ara\u015ft\u0131rmalara g\u00f6re, mobil push notificationlar\u0131n t\u0131klanma oranlar\u0131n\u0131n olduk\u00e7a y\u00fcksek oldu\u011funu belirten Sedat K\u0131l\u0131\u00e7, “T\u00fcm bu \u00f6nemli avantajlara kar\u015f\u0131n mobil push notificationlar konusunda markalar\u0131n dikkat etmesi gereken noktalar da var. M\u00fc\u015fterilere iletilen mobil push notificationlar\u0131n \u00e7ok s\u0131k ve yanl\u0131\u015f zamanda g\u00f6nderilmi\u015f olmas\u0131 m\u00fc\u015fteriyle marka aras\u0131ndaki etkile\u015fimi olumsuz etkileyebilir, m\u00fc\u015fteriyi uygulamadan so\u011futabilir hatta m\u00fc\u015fterinin uygulamay\u0131 silmesine neden olabilir. Ayr\u0131ca uygulaman\u0131n i\u00e7eri\u011finin m\u00fc\u015fterilerin ilgi alanlar\u0131na, ya\u015f grubuna ve sosyoekonomik durumuna hitap etmesi de olduk\u00e7a \u00f6nemli” dedi.<\/p>\n
“Ara\u015ft\u0131rmalar\u0131m\u0131za g\u00f6re; web\/mobil push notification kullan\u0131m\u0131 ve g\u00f6nderiminde \u00f6nemli bir art\u0131\u015f ya\u015fan\u0131yor” ifadelerini kullanan K\u0131l\u0131\u00e7, \u00f6zetle \u015fu a\u00e7\u0131klamalar\u0131 yapt\u0131: “2018\u2019de markalar\u0131n dijital pazarlama kampanyalar\u0131 i\u00e7in ayl\u0131k ortalama 80-90 milyon aras\u0131 g\u00f6nderim yaparken; bu y\u0131l ayl\u0131k ortalama 200 milyonun \u00fczerinde g\u00f6nderim yap\u0131yoruz. Web\/mobil push notification kullan\u0131m\u0131nda markalar m\u00fc\u015fteri davran\u0131\u015flar\u0131na g\u00f6re ileti\u015fim hedefleri belirleyebiliyor, ki\u015fiselle\u015ftirilmi\u015f bildirimler sunabiliyor. Bu uygulamalar ki\u015fiselle\u015ftirilmi\u015f bi\u00e7imde g\u00f6nderildi\u011finde markalara d\u00f6n\u00fc\u015f\u00fcm oranlar\u0131 y\u00fczde y\u00fczde 8\u2019e \u00e7\u0131kabiliyor. T\u00fcm bunlarla birlikte markalar\u0131n tercih etti\u011fi push notification uygulamas\u0131na olan talebin daha da artaca\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyoruz”.<\/p>\n","protected":false},"excerpt":{"rendered":"
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